Oh come on. Spending it on kids ALSO means buying their products in the end, captive audience and all. Kids come with all sorts of expenses you can't just wave away. Daycare/education. Clothing. Twice the food you would as a couple, not that far down the line. Possibly a larger vehicle, or just a vehicle at all, depending on your pre-kid lifestyle. Larger housing. And that's assuming everything goes well and you don't happen to have special needs or sick kids, meaning healthcare, taking days off, etc. The whole freaking thing makes you pay at every corner. Don't be dense.